Fundacion Curarte Print BILLS WITH A MESSAGE by Momentum Madrid

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Industry Charities, Foundations, Volunteers
Media Print, Magazine & Newspaper
Market Spain
Agency Momentum Madrid
Creative Director Raúl Pérez Serena
Art Director Alberto Gonzalez
Released November 2011

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Product/Service: DONATIONS
Creative Director: Raul Perez (Momentum)
Art Director: Alberto Gonzalez (Momentum)
Copy: Luis Tardon (Momentum)
Account Director/Planner: Irene Ruiz (Momentum)
Media placement: €20 note - Stores In Madrid - 1st October 2011
Media placement: Billboards - Main cities In Spain - 1st November 2011

Describe the objective of the promotion.
curArte is an NGO that helps kids that are hospitalised by making facilities more fun and adapted to them. We were asked to increase the number of donations and collaborators by engaging as many people as we could.
So, the first thing we thought of was the necessity of finding a media that was massive, innovative, moved from hand to hand and lasting. And we got the €20 note. We asked the Bank of Spain to let us use the image of the notes, and to let us use a small quantity of them for our campaign.

Describe how the promotion developed from concept to implementation.
We needed to get into the people’s mind in a way that made our message as clear as possible: We need your money to be able to continue helping hospitalised kids, as little as you have for us is very important.
So we used the €20 note and we wrote messages on them:
‘Before I came into your hands, I made a sick child’s life happier. Do the same’
People spend €20 bills every day and for a lot of senseless things, we wanted to make people think every time they bought something, giving one another our message.

Explain why the method of promotion was most relevant to the product or service.
First campaign done using written bills, which made our concept tangible and relevant to everybody. It also made clear and unforgettable the curArte mission and the call to action.
In the Spanish context now that the economy is dropping, NGOs are really suffering from a loss of trust and donations, we needed to reinforce the value of what people are contributing to do, making it real and showing that is not for a foreign and remote place, but is helping kids that could be their own children, but without falling into a mawkish and too-focused-on-ill-children campaign.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Previous years’ donations were quadrupled.
11,236 people became members of the foundation.
We had media coverage in the most important TV programs and news.
Spontaneous social network buzz marketing.
Distribution of 145,000 informative flyers.
We obtained funding for 5 children’s hospitals projects, so curArte could continue to make hospitalised kids life easier.